Solving Auto Marketers Attribution Challenges with Location-Based Analytics

Valentina Marastoni-Bieser

SVP, Marketing

Mapping The Consumer Journey

?

• Understand behavior on the lot

• Compare visits to competitors’ locations

• Performance by channel

• Close the loop: online interaction visits sales

Mapping The Consumer Journey

Scale Accuracy Privacy

Bridging the Online to Offline Gap With Location Data

Density

Bridging the Online to Offline Gap With Location Data

• Good Data = Actionable Insights

• Non-reliable Data = Misleading Insights

Scale Accuracy Privacy

Bridging the Online to Offline Gap With Location Data

Density

Benchmarking Campaign Success: Did My Campaign Work?

40%Visit Uplift

25%Benchmark

Did My Campaign Work?Visit Uplift by Vertical

Measure Cross-Channel Performance: Visit Uplift by Platform and Quarter

10-33%avg. uplift

range

19-49%avg. uplift

range

17-46%avg. uplift

range

Q120%

Q263%

Q337%

Q457%

Web In-App Cross-Device

Did My Campaign Work?Visit Rate by Vertical

Measure Cross-Channel Performance: Visit Rate by Vertical

3.09%web avg.

4.21%in-app avg.

4.03%cross-device avg.

Q12.45%

Q22.92%

Q34.31%

Q42.51%

Web In-App Cross-Device

Understand the Impact of Your Media Investment: CPV by Vertical

Understand Brand Engagement: Dwell Time & Time of Visit

Measurement in Action

Objective: Drive to Brand dealerships

Target DMAs: Baltimore, Boston, DC, NYC, Philadelphia

Timing: Q3 & Q4 2017

Visit Uplift: 57.44% vs. 12-38% benchmark

Additional Visit Insights:

A Unified Currency for Cross-Channel Measurement

Driving Your Auto Strategy Forward With Location Analytics

Accuracy

Map The Consumer JourneyLeverage location analytics to better understand consumer

behavior before and after consumers visit the dealership

Accuracy

Benchmark Your SuccessLeverage industry benchmarks to better gauge your success

vs. your competitors in driving dealership visits

Accuracy

Measure Cross-Channel Advertising ROIUse visitation as a unified metrics to understand and compare how

each channel is performing in driving dealership visits